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Originally posted by toanythingtaboo
It made sense from a marketing perspective for them to make Coven. If they hadn't had some light relief after how dark Asylum was, they'd scare off viewers and be criticised for being repetitive. A show like AHS needs to reinvent itself so people continue to support the stand-alone season story structure.
I think Murphy knew that tapping into the Walking Dead and supernatural series crowd would be beneficial for the shows life. It seems to have broadened the appeal - opened it back up again to new viewers after Asylum closed it with the heavy content. Hopefully they find a balance with the next season because Coven may be a bit too tame for the most part (the slave torture at the start was by far the worst).
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Quote:
Originally posted by genetic fail
I did see a lot of new fans on Twitter 
Emma Roberts helped a lot too
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Also, the addition of Angela Bassett to the cast was a genius move. Black people paid AHS complete dust the first 2 seasons, but I can guarantee you that having a more diverse cast this season helped boost the ratings and draw in black viewers.